Attracting Sales Representatives for a Cosmetics Brand: How to Get 187 Leads with Facebook Ads

Developing an SMM strategy from 4Limes

We were contacted by a company specializing in the distribution of cosmetic products. It has been exclusively representing five well-known brands on the market since 2011 and offers favorable conditions for its business partners, such as financial advantages, support in providing a database of cosmetologists and delivery at the company's expense. We signed an NDA with them, so we won't disclose their names or the company's name.

608 $

advertising campaign budget

77 680

users covered

187

perfect conversions

3,25 $

average cost of conversion

has obtained new distributors for its products in Kazakhstan.

Details

GEO

Kazakhstan

Target audience

Cosmetic preparations

Niche

Women and men, 25 - 65+ years old, interested in cooperation and business in the beauty industry

The client’s goal was to attract new business partners and distributors to expand its operations in Kazakhstan.

Tasks

Client: Recruiting sales representatives for a cosmetics brand
Service: distribution of cosmetic products
Location: Kazakhstan
Goal: more than 100 new leads per month
Traffic: to the site – conversion to partnership
Traffic source: Facebook ads
Conversion price: up to $10
Duration of work: 2 weeks
Target audience: women and men, 25–65+ years old, interested in cooperation and business in the beauty industry.

Work progress

Client analysis and task setting

We conducted an initial analysis of the client: the company specializes in the distribution of cosmetics and has been exclusively representing five well-known brands since 2011. The main goal is to attract new business partners and distributors to expand operations in Kazakhstan. Key goals were identified: generating more than 100 new leads per month using Facebook Ads at a cost of up to $10 per conversion. Formed a portrait of the target audience: women and men aged 25 to 65+ years, interested in cooperation and business in the beauty industry.

Developing a strategy and preparing for the launch

We analyzed the target audience: we studied the motives, pains, and desires of potential customers. We formed a unique selling proposition (USP): we focused on favorable terms of cooperation, support of the cosmetologists' database, and free delivery from the company. We developed advertising hypotheses: Testing two options for entering the funnel (a chatbot on Direct and a message with a manager via WhatsApp). Identifying the best audience segment to increase advertising efficiency and reduce the cost of leads.

Launching and testing an advertising campaign

Launched advertising in three geographical locations in Kazakhstan. We tested two options for entering the funnel and different segments of the target audience. The best option turned out to be a combined entrance to the funnel via Direct and WhatsApp. We identified the most relevant creatives for the audience. After stabilizing the effectiveness of advertising in the main geo, we launched advertising in the rest of the country.

Scaling

After stabilizing the effectiveness of advertising in the main geo, we launched advertising in the rest of the country.

Project implementation for a cosmetics brand

Before launching the ad, we did the following work

– analysis of the target audience: motives, pains and desires;
– forming a USP (unique selling proposition) based on the desires of the target audience;
– market positioning;
– promotion hypothesis;
– a solution for analyzing the results.

We started by analyzing background data about the client and its competitors in the market. Identifying the target audience and understanding their motivations and desires allowed us to develop a promotion strategy focused on a specific customer segment.

Based on the analysis, we formed a USP, emphasizing favorable terms of cooperation, working with professional brands, and the possibility of a quick start in the beauty industry. We also worked out the funnel through a chatbot on Direct and correspondence with the manager via WhatsApp.

What advertising hypotheses were used:

The hypothesis that one of the proposed options for entering the funnel would be more effective;
The hypothesis that there is a certain audience segment that will be most relevant for advertising creatives;
The hypothesis that identifying the best audience segment and funnel entry will increase the effectiveness of advertising and reduce the cost of leads.

Work on the project with the involvement of sales representatives

What was done:

Stage 1 was a hypothesis test
We needed to determine which of the 2 options for target audience segments and 2 options for entering the funnel (chatbot in direct and correspondence with the manager via WhatsApp) would work better. To do this, we conducted tests on the selected GEO (3 cities in Kazakhstan) to determine the best audience segment and the best way to enter the funnel. What it gave us:

The best option for entering the funnel was to send to both Direct and WhatsApp. Individually, Direct was the best, but the lead still came out more expensive;
the most relevant creatives were identified.

Stage 2 – correction
Next, the advertising campaign was expanded to another part of the country after the effectiveness of the main GEO stabilized. We made variations of the creatives that were most effective and launched the ad. As a result, we received 64 leads for $6.03 each. 3 partners for $128.64 each

Stage 3 – scaling
After stabilizing the effectiveness of advertising mainly in the GEO, we proposed to launch advertising in the rest of the country. As a result of this segment, we spent $221.85 on advertising for 7 days, while receiving 12 leads for $1.8 each. Among these leads, we got 7 partners.

Creatives used

Results of promoting a cosmetics brand on social media

Key results

608 $

advertising campaign budget

77 680

users covered

187

perfect conversions

3,25 $

average cost of conversion

has obtained new distributors for its products in Kazakhstan.

By conducting tests on the selected GEO, the best option for entering the funnel (a combination of Direct and WhatsApp) and the best audience segment were determined.

After stabilizing the effectiveness of advertising in the main geographical locations, the campaign was expanded to the rest of the country. In 7 days, $221.85 was spent on advertising, which resulted in 12 leads for $1.8 each and 7 customers.

What results we got:

Reporting period: 16.01–29.01
The budget was used: $608
Users reached: 77 680
Perfect conversions: 187
Average cost per conversion: $3,25

The client, for its part, received 11 new distributors for its products in Kazakhstan.

Data from the account

Conclusions

Thanks to a successful advertising campaign, the number of the company’s distributors has increased, which has helped us expand our market and increase turnover.

We plan to continue working with social networks and make more active use of native ads to attract the attention of the audience. We are also considering the possibility of using other platforms, such as LinkedIn and YouTube, to attract new distributors from different professional circles and regions. In addition to this, we will collaborate with bloggers and influencers in the beauty industry to increase our reach and attract more stakeholders.

Overall, our social media strategy has led to a significant increase in the number of distributors and a positive impact on the company’s business performance. As a result, the client is planning to invest more in marketing campaigns and cooperate with our team to further develop their business.

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